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If you’re looking for insights about the future of digital communications, it pays to ask someone who’s been there from the beginning. Social media strategist Sally Falkow has been a keen observer of online trends since the mid 1990s, and started her blog, The Proactive Report, in 2003. In 2014, she was named one of Cision’s Top 50 Social Media Influencers on Twitter. In a recent interview, she revealed four issues she sees with the current digital media landscape – and how smart companies can take advantage of the opportunity that presents.

Not Enough Companies Are Blogging. After more than a decade on the scene, you’d think that blogging would have become ubiquitous by now. Not so much. Falkow notes that a UMass-Dartmouth study showed that in 2008, 16% of the Fortune 500 had public-facing blogs. By 2014, that number had only climbed to 31%. She understands why companies aren’t jumping onboard. “Blogging is a commitment,” she says. “Once you start, you have to continue. A blog has a voracious appetite. You have to produce good content regularly, and that takes resources.” But she views this silence as a missed opportunity to communicate directly with stakeholders, share ideas, and stake out a position of thought leadership. Indeed, she says, “With digital, we have new tools. It’s easy to publish and you can use analytics to find out what content is resonating with your readers.” If your company makes the effort, you can speak to your customers in a very targeted and effective way.

Companies Still Don’t Understand ‘Social.’ We’ve heard it a million times: social media is like a cocktail party. Don’t be a jerk and talk about yourself all the time. Don’t try to make a sale before you get to know someone. And yet, Falkow still sees marketers doing this all the time. One particular pet peeve: the common practice of retweeting others’ praise of you. “If someone came up to you [with a compliment], you wouldn’t pull out a megaphone and yell to everyone else in the room, ‘Sally just said she likes my work!’”

Most Digital Communications Aren’t Visual Enough. The rise of platforms like Instagram and Pinterest has shown the hunger for visual communication online. Yet most marketers don’t take full advantage of the possibilities, says Falkow. That’s partly a function of their training. “Most PR folk are not designers and have not had graphics training,” she says. But that’s becoming a major handicap. “Every PR student should take a course in graphic design. Visual content is a must for social media success,” she says. There are no excuses anymore. “With the new digital tools, anyone can be trained to take amazing photos on their camera, or make a short video in less than an hour. You can use tools like Canva or Picmonkey to edit photos and make posters with text on them for Instagram or Pinterest. “

You Have to Mix Paid and Earned Media. Finally, Falkow advises companies to face facts: we live in Mark Zuckerberg’s world, and he wants to monetize. The days when companies could rely on organic reach to connect with customers on Facebook (or many other major social platforms) is long gone. “Distribution and amplification of your messages will need paid social advertising,” she says, and “the lines between paid, owned, and earned media will continue to blur. PR practitioners must master the art of using paid social media to support their content.”

More than a decade into the social era, most companies still don’t fully get it. That’s a competitive advantage for you, if you’re willing to immerse yourself in the unique possibilities online communication presents.

Chris Abrahamis a leading expert in online reputation management, social media marketing, and search engine marketing, focusing on earned media influencer outreach, with the digital PR agencyGerr.is. You can reach him on Facebook, Twitter, and Google+.

I started life as a journalist and political operative. I'm a consultant and the author of "Reinventing You" and "Stand Out." I also teach for Duke University's Fuqua…

I started life as a journalist and political operative. I'm a consultant and the author of "Reinventing You" and "Stand Out." I also teach for Duke University's Fuqua School of Business. You can download my free 42-page Stand Out Self-Assessment Workbook at http://www.dorieclark.com/join.